Kim Tae-ho's Variety Show Struggles: A Need for Rethinking Strategy

Renowned for his successful variety shows, PD Kim Tae-ho is facing a series of disappointing ratings, with his latest project failing to capture audience interest despite its star-studded cast and experimental format.

Kim Tae-ho's new ENA variety show 'Crazy Tour' concluded without surpassing the 1% viewership mark, remaining in the 0% range from start to finish, with the final episode hitting a low of 0.4%. Considering the show's title and cast, the results are underwhelming.

The show had a clear mission from the start. At the press conference, the cast promised a high-intensity concept that would challenge the notion of celebrities enjoying leisurely trips. However, the audience's reaction post-broadcast was lukewarm.

The title 'Crazy Tour' suggested extreme travel and unpredictable missions, setting expectations for a unique experience. Yet, the show failed to deliver the distinctiveness its title implied. The combination of singer-actor Rain, actor Kim Moo-yeol, creator Pani Bottle, and WINNER's Lee Seung-hoon did not generate the expected synergy.

For Kim Moo-yeol, this was his first regular variety show appearance, sparking interest in how he would transition from acting to variety. However, he did not emerge as a character capable of altering the show's dynamics. The platform needed to highlight the cast's individual charms, but 'Crazy Tour' fell short in this aspect.

The issue extends beyond this single project, as Kim Tae-ho's previous work, MBC's 'Manito Club,' also saw declining ratings, starting at 2.1% and ending at 0.9%, despite featuring high-profile stars like BLACKPINK's Jennie, actors Go Yoon-jung, and Jung Hae-in.

The criticism points to a lack of compelling reasons for viewers to tune in, despite the impressive lineup. The unique entertainment value expected from such a cast was not evident, prompting a reevaluation of the show's planning rather than its casting.

Variety shows are challenging to revive once momentum is lost. The more painful reality is that both shows experienced declining ratings as episodes progressed, indicating a failure to retain initial viewers.

For Kim Tae-ho, once a leading figure in Korean variety shows, this slump is significant. Known for innovation and experimentation post-'Infinite Challenge,' his recent projects highlight the difficulty of attracting viewers with star power and novel concepts alone.

What is needed now is not a more glamorous cast but a clearer reason for viewers to watch. The focus should shift from who is traveling and what missions they undertake to why the audience should follow their journey. To regain strength, Kim Tae-ho's variety shows must prioritize planning depth over casting size and sustainable entertainment structures over fresh concepts.

Kim Se-ah, Ten Asia Reporter haesmik@tenasia.co.kr